Puerto Rico Achieves Record Tourism Growth in 2024
Discover Puerto Rico, the Island’s official Destination Marketing Organization (DMO), is celebrating a landmark year for tourism in 2024. With exceptional growth across air travel, lodging, and employment in the leisure and hospitality sectors, Puerto Rico solidified its position as one of the world’s top destinations.
The Island reached new milestones with over 6.6 million passenger arrivals at Luis Muñoz Marin International Airport, marking an 8% increase over 2023. Nearly 7.3 million room nights were booked, a 7% rise from the previous year, while Puerto Rico’s leisure and hospitality workforce grew by 5%, reaching 101,700 jobs by November 2024. Cruise tourism also soared with over 1.4 million passengers visiting the San Juan Cruise Port, a 10% jump from 2023.
Discover Puerto Rico’s success was fueled by innovative campaigns and strategic partnerships. The revamped ‘Live Boricua’ campaign, featuring local talent and authentic Puerto Rican experiences, resonated strongly with travelers. This, along with targeted collaborations with tech companies and media outlets like TIME Magazine and Forbes, significantly enhanced the Island’s visibility. Puerto Rico also made strides in tech marketing with AI-driven campaigns and cutting-edge advertising in Times Square’s new 3D billboard.
The growth continued with the launch of Puerto Rico’s first-ever cruise-specific campaign, which used dynamic video content to target cruising audiences. Discover Puerto Rico also celebrated its culinary heritage through unique partnerships, including a collaboration with Van Leeuwen Ice Cream to create a Piña Colada-flavored ice cream, which was met with tremendous demand and sold out in two weeks.
Looking ahead, 2025 promises even greater achievements. New direct flights from U.S. cities like San Antonio, the opening of more hotels catering to luxury travelers, and the debut of the Puerto Rico Wine and Food Festival are all on the horizon. With no passport or currency exchange required for U.S. citizens, Puerto Rico remains the ultimate destination for seamless travel, offering a vibrant mix of culture, natural beauty, and world-class experiences.
